The Influence of Interactivity, Online Customer Reviews, and Trust on Shopee Live Streaming Users' Impulse buying

Authors

  • Martina Rahmawati Masitoh Universitas Serang Raya
  • Hermansyah Andi Wibowo Universitas Serang Raya https://orcid.org/0000-0002-5943-4263
  • Gugup Tugi Prihatma Universitas Serang Raya
  • Dede Tory Miharja Universitas Serang Raya

DOI:

https://doi.org/10.55732/unu.gnk.2024.06.1.5

Keywords:

interactivity, online customer review, trust, impulse buying, Shopee Live Streaming

Abstract

The purpose of this study is to investigate the effect of interactivity, online customer reviews, trust on impulse buying in Shopee live streaming (Shopee Live) customers domiciled in Indonesia who have purchased on Shopee live at least 2 times. Our approach is a quantitative approach. This study uses a survey design by distributing questionnaires. The sampling technique used is purposive sampling. The number of samples used in this study is 155 samples. Data processing is carried out statistically by utilizing variance-based Structural Equation Modeling (PLS-SEM). Data processing is carried out with the help of SmartPLS ​​software ver. 3. The results of the study show that: (1) interactivity has a significant effect on impulse buying; (2) interactivity has a significant effect on trust; (3) online customer reviews have a significant effect on trust; (4) online customer reviews do not have a significant effect on impulse buying; (5) trust has a significant effect on impulse buying. The results of the study also show that there is an indirect effect, namely interactivity has a significant effect on impulse buying through trust and also online customer reviews have an indirect effect on impulse buying through trust.

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Published

2024-07-01

How to Cite

Masitoh, M. R., Wibowo, H. A., Prihatma, G. T., & Miharja, D. T. (2024). The Influence of Interactivity, Online Customer Reviews, and Trust on Shopee Live Streaming Users’ Impulse buying. GREENOMIKA, 6(1), 41–53. https://doi.org/10.55732/unu.gnk.2024.06.1.5

Issue

Vol. 6 No. 1 (2024): GREENOMIKA

Section

Articles

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Copyright (c) 2024 Martina Rahmawati Masitoh, Hermansyah Andi Wibowo, Gugup Tugi Prihatma, Dede Tory Miharja

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